Etisalat Group and Samsung have signed a memorandum of understanding that will help the UAE telco bring the latest Samsung smart devices to its customers "quicker than before".

The agreement, which was signed at a ceremony in Seoul, South Korea, promises co-operation in areas including product release, pricing, sales, public relations and marketing, distribution and joint events.

The deal will see Samsung deliver a wider range of products to Etisalat that will give customers more choice and priority access to popular models. The partners will also team up for roadshows, workshops and product launches.

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Rainer Rathgeber, chief commercial officer, Etisalat Group, said: "Our customers will have a plentiful supply of Samsung's cutting-edge mobile technology and some products will get to the market quicker than before."

Sunghak Jang, vice president, Samsung Mobile Business, Middle East and Africa, said: "The markets Etisalat operates within represent significant areas of growth for Samsung in the coming years, and we look forward to strengthening this partnership across MENA and Asia.

"We of course anticipate increased sales and deeper mobile penetration, as well as all the benefits that come with technological development - like increased prosperity - in many of Etisalat's markets," he added.